Creator Economy: Influencers vs Business Owners

creator economy influencer youtube tiktok video

Creator economy: influencers vs business owners?

To own a creator business or to be an influencer? That is the question! It’s not as profound as “To be or not to be?” nor as difficult a choice as Daddy or chips?  But it’s a key decision in today’s content-focused world…and the landscape might surprise you. 

Adobe’s ‘Creators In The Creator Economy’ global study found that, in the countries surveyed, only about 14% of creators are influencers…while approximately 40% of creators aspire to own their own businesses.

The group with the highest percentage (15%) of individuals aspiring to be both an influencer and a business owner is millennials!

Is this true globally?

The study showed cultural differences in the aspiration of creators. The US (35%) has the highest percentage of creators who want to be influencers, followed by Brazil (34%), then the UK (30%). 

Meanwhile, a higher proportion of creators in South Korea (49%) want to become a business owner than any other country, closely followed by Brazil (47%). France is in third place in terms of its creators’ business ownership aspirations (40%).

Why don’t more creators want to be influencers?

Why wouldn’t you want to be an influencer? Free stuff! Access to red carpet events! Lucrative brand partnerships! Well, one reason could be the amount of dedication and time required to achieve that status.

Influencers, on average, work an additional 6 hours per week compared to general creators. 41% of influencers post on a daily basis, which is approximately twice as high as general creators, with 89% of the former posting at least weekly…again 21% higher than the latter. 

Influencers also have more creative skills: on average, they engage in 4 creative activities compared to 2.8 for general creators. 

How much do influencers earn?

The good news for influencers is that the hard work and dedication pays off. They earn most of their income from their creative endeavours and are earning as much as some of the top professions.

The Adobe survey revealed significant differences in the level of income from content creation in different countries. 

In the UK both creators and influencers earn much higher fees than other places, at $113.19 and $146.86 per hour respectively. The country with the second highest rates of pay for content creation is Germany: $90.68 for general creators and $126.61 for influencers. 

Brazil delivers the lowest rate of compensation: creators earn $27.12 for creators while influencers make $35.01 per hour.

Be nice to your video editors

Video editing, although fun, is detailed and sometimes laborious. Why not be nice to your video editors and treat them to Overcast’s Premiere Pro Video Review & Collaboration tool, available through Adobe Exchange? They will thank you for it!

Make content creation easier

We want to make your whole content creation workflow easier so ask us for a free demo of Overcast’s platform and you’ll be amazed at how many tasks we can automate and simplify for you.

Latest Blog Posts

Enterprise Video Strategy: Scaling and Expanding

Live streaming became one of the most popular uses of video during the pandemic as enterprises needed to communicate with external stakeholders and also employees who were working from home.

In 2022 the popularity of this form of mass communication is not waning at all.

Video podcasting is also on the increase. Use cases include communicating with customers, marketing, sales, and training.

Video Now Main Form of Content For Enterprises

“Video is now poised to become the main form of content that’s digested in the enterprise. The huge surge in video meetings was the first wave in the shift to the visual enterprise. The second wave that is arriving now and in 2022 is about the need to organise, optimise, and deliver visual content to users.” — Aragon Research Globe for Enterprise Video, 2022.

This demonstrates the need for providers to step forward with innovative technology that enables enterprises to create, manage and distribute video content. The key focus for enterprises is on customer experience and employee engagement.

The Role of Video in Digital Transformation

In 2020 workplaces as we knew them experienced massive unexpected disruption.

Enterprises found themselves faces with a need for rapid digital transformation when the pandemic necessitated employees to work remotely. Suddenly, colleagues and managers were not in the same room to share information or collaborate on team projects.

This led to much upheaval among workforces. However, a magic pill to cure those ills was close at hand: video!

Influencers With A Cause

Social media activism creates opportunities for grassroots movements to evolve and expand. Some of the best-known examples are the Ice Bucket Challenge, #MeToo and Black Lives Matter, which have all involved successful social media movements.

So, how do creators and influencers with a cause go about making a difference?

James Dean was a rebel without a cause, but nowadays social causes are top of mind for creators, according to a study by Adobe.

Does Being A Creator Make You Happy?

The words ‘social media’ and ‘mental health’ are not always happy bedfellows, so it’s a legitimate question to ask, “Does being a creator make you happy?”

It takes time and effort to be create content, distribute it, and build a community, so what impact does all of that effort have on a creator’s mental health?

Adobe’s ‘Creators In The Creator Economy’ global study shows that creative people are happy people!

Get Started Now

This website uses cookies to ensure you get the best experience on our website. To manage cookies, please refer to our Privacy Policy. Please note that you must "accept" the privacy policy to continue using this website. View the Privacy Policy

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.